Investigating the role of marketing, innovation and R & D capabilities in creating the competitive advantage of a new product: the food industry

In today's competitive world , organizations face many changes , so that these changes can affect the company's activities and performance . This study examines the relationship between organizational capabilities , competitive advantage and customer-based performance . To collect data , 180 questionnaires were randomly distributed among managers of Mashhad food companies , of which 155 questionnaires were identified as suitable for analysis . In this study , the normality test , Pearson correlation and path analysis were used to determine the relationship between the research variables . The results showed that there is a significant relationship between organizational capabilities and competitive advantage . The research findings also show that there is a significant relationship between the components of competitive advantage and customer-based performance . The results indicate that organizational capabilities can be considered as a source of competitive advantage in the food industry and improve the company's performance .